WHY EVERY AUTHOR NEEDS A NEWSLETTER RENE MIGLIORE

 

Before we dive into this month's topic, let me introduce myself. I’m not a marketing theorist—I’ve spent years actually working with authors, managing newsletters, organizing promotions, arranging swaps, building ARC teams, and creating content. I’ve seen what works, what doesn’t, and the mistakes authors make along the way. These articles won’t be filled with generic marketing advice; I’ll share practical strategies based on real experience. And sometimes, I’m going to be blunt.  .

 

Your Newsletter Is More Than an Announcement Board

 

Let's start with something every author should have: a newsletter.

Now, I know what some of you are thinking. I already have one. Great. But what are you actually doing with it?

There are plenty of authors whose newsletters consist of:

· Here's my new book!

· Here's my upcoming release!

· I'm attending this event!

· Here's another book I've written!

· And then... six weeks later, another email.

 

Technically, that's a newsletter. But you're primarily using it as a way to market to the people who are already in your audience. And that's where I want you to start thinking differently.

Your newsletter shouldn't just be a place where you talk to the readers you already have. It should also be one of the tools you use to grow your audience.

 

Your Audience Doesn't Have to Stay the Same Size

 

One of the biggest advantages of having a newsletter is that you can use it to introduce your readers to other authors—and, in return, introduce other authors' readers to you. This is where newsletter swaps come in.

Platforms such as BookFunnel and StoryOrigin make it easier for authors to participate in group promotions, newsletter promotions, and reader magnet opportunities. You can also arrange individual swaps directly with another author.

The basic idea is simple: You introduce their book to your readers, and they introduce your book to theirs.

Suddenly, your book isn't only being seen by the people who already know you. But—and this is a BIG but—you need to be smart about who you swap with.

 

Your Readers Aren't Everyone's Readers

 

This is where I see authors get themselves into trouble.

You don't want to swap a sweet contemporary romance with an author writing dark, extremely steamy paranormal romance simply because they have a large mailing list.

On paper, it sounds fantastic. They have 20,000 subscribers! I'll get my book in front of 20,000 people! But if those readers aren't interested in what you write, what exactly did you accomplish?

The same goes in reverse. If you write dark mafia romance, you probably aren't doing your readers any favors by sending them a newsletter featuring a sweet, closed-door romance simply because another author offered you a swap.

 

Your audience is your responsibility.

 

Think of your newsletter subscribers as people who have trusted you enough to give you access to their inbox. Don't abuse that trust just because someone has a big subscriber count. And please be careful.

There are people who will happily arrange a swap with practically anyone because they don't particularly care whether their book is a good fit for your audience. They just want access to your readers.

Don't fall into that trap. A swap isn't successful simply because someone clicks “send.” It's successful when the people you're putting that book in front of are actually potential readers.

 

More Swaps Does Not Automatically Mean More Success

 

And here's another thing I want authors to stop obsessing over: You do not need 10, 12, or 15 swaps in every newsletter.

I have been doing this for years. I've worked with authors who want one or two carefully selected swaps and authors who want twelve to fifteen.

Neither approach is automatically right or wrong. It depends on your audience. It depends on your newsletter. And, most importantly, it depends on the content you're providing.

If your newsletter is packed with twelve different books, twelve different graphics, twelve different buy links, and a dozen calls to action, eventually your reader is going to open that email and think...

Oh God. What did you do?

More isn't always better. If your goal is to increase clicks, throwing more books into a newsletter may seem like the obvious answer. But more links don't necessarily mean more meaningful clicks. And more clicks don't necessarily mean more readers.

That's where the strategy behind your newsletter becomes important. Your goal shouldn't simply be to get someone to open your email. It shouldn't even be to get them to click a link. Your goal is to build a relationship with a reader who thinks:

“I like what this author recommends. I trust them. I want to see what they send me next.” Because that reader is far more valuable than someone who clicked a random book because they happened to see it buried between fifteen other promotions.

And that is the difference between having a newsletter and actually using your newsletter as a marketing strategy.

 

BIO

 

Books have always been my happy place, and working in the book world while owning my own business has been a dream of mine for years. After more than 25 years in corporate America, I finally took a chance in 2013 and dipped my toes into the world of book blogging. I never looked back.

What started as a little side adventure has grown into a business I absolutely love. Over the years, I’ve had the incredible opportunity to work with NYT and USA Today bestselling authors, well-known indie authors, and authors just beginning their publishing journeys. Being part of their journeys and watching their careers grow has been truly surreal.

When I’m not working, you’ll usually find me with my wonderfully supportive husband of nearly 22 years, our 19-going-on-20-year-old, our 65-pound, 14-year-old chocolate Lab who still thinks he’s a puppy, and our 3-year-old cat who only remembers I exist when he’s hungry. 

I’m incredibly grateful that a dream that started back in 2013 has grown into a career I genuinely love.